Describe the objective of the promotion.
• Build on national awareness in the absence of ATL support.
• Create a credible connection between Ford and style.
• Double the size of the UK Ford Ka Facebook page.
• Deliver a positive brand experience.
• Data capture.

Describe how the promotion developed from concept to implementation.
We wanted to communicate in environments that our target audience feel comfortable in by creating multiple touch points that encouraged interaction and participation, leaving them feeling stylish around the Ka.

We negotiated a partnership with TONI&GUY and activated a multi-tier experiential campaign by identifying high footfall shopping environments which forged a bond with the target audience and let them experience the Ka within a stylish environment.

To amplify the campaign, we developed a comprehensive social media strategy. This created a large social media footprint for Ford Ka and a much more powerful way in which to create true brand advocates.

Explain why the method of promotion was most relevant to the product or service.
Based on the insight that the target audience (female bias) do not feel comfortable in a dealership environment - we delivered an engaging brand experience away from the point of purchase allowing us to reach a key target market in an environment where they are receptive to branded communication.

A third party deal with TONI&GUY drove awareness and relevance to create an experience which left consumers associating the Ford Ka with style, thus breaking down preconceived brand views and initiating sales leads.

With an OTS of near to 2,000,000, the campaign was very succesful in raising national awareness. The campaign benchmarked well below Ford's benchmark pricing for activity of this nature, equating to £0.12 per OTS.